Skip to main content


30% of Brazilians Plan to Purchase Mother's Day Gifts Over a Week Ahead of Celebration, TGM Research survey reveals

TGM releases the heartwarming survey that sheds light on how people in Brazil are gearing up to delight their mothers on this special occasion.

30% of Brazilians Plan to Purchase Mother's Day Gifts Over a Week Ahead of Celebration

SINGAPORE, 2nd May 2023 – Amidst the chaos of our fast-paced lives, there is one day we dedicate to honoring the selfless love and sacrifices of the most important women in our lives - our mothers. As we approach this special day, TGM Research, a global, technology-driven market research company, has officially released the heartfelt results of TGM Mother’s Day Insights 2023 that sought to uncover the true essence of this celebration.

The bond between a mother and a child is a special one, an unbreakable connection that transcends time and distance. Despite not being a national holiday, this year, 64% of Brazilians surveyed will celebrate Mother's Day with their beloved mothers.

Summarized below are key insights from TGM Mother’s Day Insights 2023 in Brazil:

30% of Brazilians hit the shops over a week prior to the occasion when purchasing gifts

According to the TGM Mother's Day Insights 2023, a notable proportion of shoppers in Brazil are demonstrating a proactive approach to Mother's Day preparations. Specifically, 30% of Brazilians are intending to commence their shopping activities for this significant occasion over a week prior to the actual event.

Be it a captivating bouquet of flowers, a poignant card, or a meaningful present, these shoppers recognize the importance of investing time and effort to carefully peruse offline and online channels, to identify the ideal item that will convey their love and appreciation to their beloved mothers in the most thoughtful and profound manner.

Brazilians place a prevalent emphasis on thoughtfulness and practicality in gift selection

In lieu of the traditional bouquet of flowers, many Brazilians are gravitating towards gifts that offer lasting value and practical utility. According to our survey, self-care and beauty products have emerged as the most popular choice, with an overwhelming 69% of respondents selecting them as the gift for their mothers this year. Clothing and wellness goods are also popular Mother's Day gift ideas, with 56% and 42% of individuals choosing the two categories, respectively, to express their affection for their mothers.

Direct shopping from brands is the top priority for most Brazilians when buying Mother's Day gifts

As the world of e-commerce continues to rapidly evolve, it is no surprise that an increasing number of Brazilians are embracing the convenience of online shopping to find the perfect Mother's Day gift. According to our latest survey, a significant 43% of Brazilians will be purchasing gifts for their beloved mothers through online platforms this year. Americanas, with its extensive selection of products and user-friendly interface, has become the go-to destination for many online shoppers participating in our survey.

However, it is imperative not to overlook the perceptive nature of Brazilian shoppers in gift-giving, especially when it pertains to paying homage to their beloved mothers. Most Brazilians are choosing to shop directly with the brand, either in store or in-person. According to our survey, a significant 73% of respondents will purchase their gifts through the brand's website, while an impressive 60% will visit the brand's physical store. “These results indicate that Brazilian consumers hold quality and brand in high regard when shopping for Mother's Day gifts.” said Greg Laski, CEO of TGM Research.

O Boticário is the brand most associated with Mother’s Day

According to our survey, O Boticário is the brand that resonates with many Brazilians when it comes to celebrating motherhood. Their scented perfumes and skincare products are an elegant and feminine tribute to the nurturing care of mothers.

About TGM:
TGM Research (TGM) is a global, innovative, technology-driven market research agency. TGM provides agile insights for better decisions. It collects first-hand data worldwide using online research panels and delivers high-quality market research with world-class proprietary res-tech solutions. TGM is a remote-first company with a team of 50+ members, having a presence on five continents.
Media Contact:
Name: Thuyen Vu - Chief Marketing Officer
Phone: +84 902 445 688
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
Follow us on: TGM Linkedin TGM Facebook TGM Youtube